TripAdvisor ETAS15

Understanding and Maximizing on Online Customer Behaviour Chad Shiver, Destination Marketing

Europe, Middle East & Africa

OVERVIEW OF TRIPADVISOR

TripAdvisor: The World’s Largest Travel Site

*Source: Google Analytics, worldwide data, average monthly views Q3 2014—does not include traffic to daodao.com / TripAdvisor internal data

Over 6,000 unique users looking at reviews every second of every day

TripAdvisor goes Live

100 Million Reviews & Opinions

75 Million Reviews & Opinions

Over 1.5 Million Businesses Listed

2013

2012

2011

2010 50 Million Monthly

Unique Visitors

2008 35 Million

Reviews & Opinions

2005 20 Million Monthly

Unique Visitors

2000 1 Million

Reviews & Opinions

45 Domains in 28 languages

m

375 Million

over

150,000 destinations

78m Members

From “look” to “book” on TripAdvisor

Awareness

Not planning…

but open to inspiration

Consideration

Starting

the process

Comparison

Short list of hotels

Booking

Flight -> Hotel

Experience

Actively

on vacation

Advocate

Reviews, Facebook,

Word of mouth Week -16:

• 5 Destinations

• 0 Hotels

Week -12:

• 3 Destinations

• 6 Hotels

Week -4:

• 1 Destination

• 15 Hotels

Week 0

• Booked

Book

Additional

Activities • Restaurants

• Attractions

• Tours, etc.

More tactical ,

often price

specific

targeting

Main

window of

opportunity

for

Inspiration.

Higher

funnel

activity

where a

user can be

influenced

to change

destination/

Airline/Hotel

etc...

Awareness

Not planning…

but open to inspiration

Consideration

Starting

the process

Comparison

Short list of hotels

Booking

Flight -> Hotel

Experience

Actively

on vacation

Advocate

Reviews, Facebook,

Word of mouth

Week -20+

“Not Yet Ready” Already thinking

about next trip!

Inspiration > Planning > Travel > Review

People who book travel visit TripAdvisor Sizing the market of consumers starting their online travel decision process during January 2013

Source: comScore Data Services

Total Travel Intenders

Travel Transactors Travel Transactors

with 1+ TripAdvisor Visits

% Transactors who use

TripAdvisor

Australia 3.3m 0.5m 0.2m 44%

France 10.9m 1.2m 0.3m 27%

India 15.5m 3.3m 1.0m 29%

Italy 7.1m 0.5m 0.2m 51%

United Kingdom 13.5m 1.6m 0.9m 55%

Spain 5.6m 0.3m 0.1m 33%

United States 57.7m 8.0m 3.7m 47%

Total 113.7m 15.5m 6.4m 42%

6.4m users who booked travel online in Q1 2013 visited TripAdvisor at least once during the

purchasing process, representing 42% of the total buyers observed in the quarter

In Italy and the UK over 50% of bookers visited TripAdvisor

1

1

2

2

WHAT’S NEW?

2014 and 2015 Have Been All About Content

Getting Ideas to Users via Local Experts

Working With DMOs to Distribute Their Rich

Content One-stop shop to access all DMO content on TripAdvisor’s Destination

Pages

All designs are for concept only and are not to be considered final.

Content Driven Solution - Articles Provide Valuable Resources and Information for Potential Visitors

o DMOs create resource focused

content published and hosted on

TripAdvisor


Content Driven Solution - Recommendations Create Editorial List of Must-See Things To Do in Your Destination

o Customized thematic content curated by DMO – seasonal, flexible refresh


Content Driven Solution – Events Create More Excitement for Local Events

o More engaging platform to highlight up and coming events in your destination

o Dynamic updates based on event dates


2014 and 2015 Have Also Been About Allowing

Travellers To Book More Without Leaving The

TripAdvisor Ecosystem

The whole travel cycle on one site




The whole travel cycle on one site




• La Fourchette (also known as The Fork)

allows travellers to book tables at

restaurants directly when inspired by

reviews.

• Viator lets travellers book tours, activities

and experiences straight from a “things to

do” listing on TripAdvisor.

• Both optimized for mobile so that people in

destination have access to these instant

tools.

SOUTH AFRICA ON TRIPADVISOR

Source: TripAdvisor internal session data

Global Interest in South Africa Content

o The number of the international sessions viewing South Africa content on TripAdvisor has

grown rapidly in 2014 vs 2013

o Overall the traffic has grown by 15% YoY

Global Sessions viewing South Africa Content

Top 20 Markets Viewing South Africa in 2014

o In 2014, users in South Africa made up

43.2% of all SA content views on TripAdvisor,

up from 36.2% in 2013 – an extreme high but

indicating increasing domestic interest

o United Kingdom is the largest international

market viewing South Africa destinations,

followed by the United States and Germany.

*In terms of total TripAdvisor sessions in 2014

Source: TripAdvisor Internal Site Data

36.2%

63.8%

2013

South Africa Content: Domestic vs. International

Domestic Users International Users

43.2% 56.8

%

2014

Growth in South Africa Destination Views by

Market

o Out of the top 20 countries viewing

South Africa, China, Mozambique,

Russia, United Arab Emirates and

Germany showed especially strong

increased views of South Africa

destinations in 2014 versus 2013.

o Romania shows a strong decrease in

views from 2013 to 2014

*In terms of total TripAdvisor sessions in 2014 versus 2013


Top 20 International Cities Viewing South Africa

*In terms of total TripAdvisor sessions in 2014


6.47%

4.90%

1.32%

0.87%

0.75%

0.71%

0.70%

0.67%

0.65%

0.64%

0.62%

0.60%

0.60%

0.59%

0.58%

0.56%

0.53%

0.49%

0.48%

0.47%

Beijing, China

London, United Kingdom

Sydney, Australia

New York City, NY, USA

Munich, Germany

Dubai, United Arab Emirates

Paris, France

Perth, Australia

Wentorf bei Hamburg, Germany

Gaborone, Botswana

Manchester, United Kingdom

Singapore, Singapore

Brisbane, Australia

Maputo, Mozambique

Chesterfield, MO, USA

Nieuw Amsterdam, The…

Mumbai (Bombay), India

Toronto, Canada

Zurich, Switzerland

Hong Kong, China

Top Int' Cities in Sessions

0.00%

5.59%

0.00%

0.00%

21.13%

0.00%

61.71%

0.00%

10.01%

0.00%

24.92%

0.00%

0%

0%

0%

0%

0%

0%

0%

0%

Beijing, China


Sydney, Australia


Munich, Germany


Paris, France

Perth, Australia

Wentorf bei Hamburg, Germany

Gaborone, Botswana

Manchester, United Kingdom

Singapore, Singapore

Brisbane, Australia

Maputo, Mozambique

Chesterfield, MO, USA

Nieuw Amsterdam, The…

Mumbai (Bombay), India

Toronto, Canada

Zurich, Switzerland

Hong Kong, China

% Change, Year on Year 2013-2014

Top Other Destinations Viewed UK IPs

Source: TripAdvisor Internal Site Data, Mar 2014 – Feb 2015

o The data below reflects the top 10 Countries and top 10 Cities viewed by UK users who also viewed South

Africa

o The country viewed most by UK users only who also viewed South Africa content was the United

States followed by the Italy and China

o Likewise, the international city that was viewed the most by UK users who also viewed South Africa was

Cape Town, followed by Camps Bay and Franschhoek

Countries Int’l Cities

21.7%

7.1%

6.6%

5.2%

3.8%

3.5%

2.9%

2.9%

2.7%

2.3%

United States

Italy

China

Spain

Germany

France

Caribbean

Canada

Greece

Russia

16.9%

4.4%

3.9%

3.8%

3.4%

3.2%

2.4%

2.4%

2.2%

1.8%

Cape Town Central, South Africa

Camps Bay, South Africa

Franschhoek, South Africa

Johannesburg, South Africa

Knysna, South Africa

Stellenbosch, South Africa

Hermanus, South Africa

Plettenberg Bay, South Africa

Durban, South Africa

Port Elizabeth, South Africa

Top Other Destinations Viewed USA IPs


o The data below reflects the top 10 Countries and top 10 Cities viewed by USA users who also viewed

South Africa

o The country viewed most by USA users only who also viewed South Africa content was China followed

by Italy and United France

o Likewise, the international city that was viewed the most by USA users who also viewed South Africa

was Cape Town, followed by Johannesburg and Camps Bay


9.6%

9.1%

8.2%

8.2%

7.1%

5.6%

3.6%

3.0%

2.7%

2.6%

China

Italy

France

Germany

United Kingdom

Spain

Japan

India

Brazil

Canada

11.2%

5.3%

1.8%

1.8%

1.8%

1.8%

1.6%

1.6%

1.3%

1.0%

Cape Town Central, South Africa

Johannesburg, South Africa

Camps Bay, South Africa

Durban, South Africa

Stellenbosch, South Africa

Franschhoek, South Africa

Sun City, South Africa

Knysna, South Africa

Pretoria, South Africa

Simon's Town, South Africa

Source: TripAdvisor internal session data

Top South Africa Destinations, Domestic Travel

o Cape Town absolutely dominates as the top South Africa travel

destination for people already in South Africa.

Top Other Destinations Viewed SA IPs


o The data below reflects the top 10 Countries and top 10 Cities viewed by SA users who also viewed

South Africa

o The country viewed most by SA users only who also viewed South Africa content was the United States

followed by the United Kingdom and Mozambique

o Likewise, the international city that was viewed the most by SA users who also viewed South Africa was

London, followed by Dubai and Victoria Falls


11.5%

7.8%

5.3%

5.0%

4.6%

4.5%

3.6%

3.1%

2.9%

2.7%

United States

United Kingdom

Mozambique

Thailand

Tanzania

Namibia

Italy

Botswana

France

Caribbean

12.6%

10.2%

9.2%

7.9%

7.8%

6.1%

5.5%

4.6%

4.3%

4.0%



Victoria Falls, Zimbabwe


Paris, France

Maputo, Mozambique

Swakopmund, Namibia

Windhoek, Namibia

Bangkok, Thailand

Rome, Italy


Meet South Africa Hub with SAT

Mock-ups for custom hub on TripAdvisor domains in Australia, USA, India, Brazil, Germany, France, Italy and UK

Gauteng Tourism Administration – “Stay Another

Day” Microsite

• Inspiring travellers already

sold on South Africa to plan on

exploring Gauteng rather than

just using it as a transport hub

• Mixing GTA’s images and

videos with the best of

TripAdvisor’s user generated

content

WHAT SHOULD A SMART BUSINESS OWNER BE

DOING?


Source: comScore February 2014

Register With the Management Centre

www.tripadvisor.co.za/owners


Encourage Reviews


TripAdvisor Reviews are Overwhelmingly

Positive

Key factors that influence your popularity QUALITY RECENT REVIEWS QUANTITY


Write Management Responses


Seeing a Management Response to

Reviews is Important

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.


How Is South Africa Doing??

53% of accommodation owners have registered with

the management centre. This increases to 67% if we

look at accommodation rated 3.5+ bubbles

25% of South African properties listed have been

reviewed in the last 30 days

Out of those properties reviewed in the last month,

only 23% have posted management responses


Add Photos and Videos


Be Active in the Forums

Over 90% of Forum posts

are replied to in under 24

hours.

Engage and makes sure

that the best, most

accurate info is presented

for your destination.


Use TripAdvisor Insights in Your Industry Education –

Each segment is comprised of consumers who demonstrate

interest in, or an intent to book a specific trip type (i.e. beach,

ski, business, family) or travel budget level (i.e. luxury, budget)

TripAdvisor’s New Online

Educational Tool for Travel

Industry Professionals

www.tripadvisor.co.za/Trip

AdvisorInsights

http://www.tripadvisor.co.za/TripAdvisorInsights

http://www.tripadvisor.co.za/TripAdvisorInsights


The Impact That TripAdvisor Has On Local Communities

Technology

TripAdvisor ETAS15